When it comes to business, in times of crisis it’s absolutely essential to maximise any means available to you to keep your customer base engaged and aware of your services, and to generate new enquiries, leads or sales to keep your business stable while you wait for things to improve.
And with social distancing and isolation a very real factor due to the Corona virus pandemic, businesses need to make use of digital marketing now more than ever to keep trading during the inevitable economic downturn.
To start with, stick to the basics of digital marketing (you are likely already implementing a lot of these, but now’s the time to make sure!)
- Identify and speak to your existing base as soon as possible - whether that’s by email, phone, text message, social media or word of mouth, let people know that you’re operational and working hard to service their needs.
- Hone your conversion techniques on your online platforms: incentivise users to your goal – whether it’s to call, submit a form, buy a product, share with a friend and more – by rewarding them in some way. This can be in the form of a discount, a special offer or prize, recognition via social media or more – whatever it takes to get users to do the thing you want them to do. Be sure to communicate this clearly across all your media channels – the more you let people know, the more likely they are to react!
- Be innovative – if social distancing means you can’t have customers or clients in your shop or office, make plans to deliver what they need, or arrange a virtual face-to-face meeting with them. Give them the tools to connect with you, and let your clients know that you’re available to help them! Make sure your communication makes the most of your Unique Selling Points and differentiators, and open conversations with your customers on social media channels to ask them how you can do more to help them.
- Don’t stop measuring and testing – once the Covid-19 crisis is over, you’ll have learned a great deal which you’ll then be able to implement permanently going forward. So ensure your Analytics tools are correctly installed, set and measure return on investment on your social media spend and campaigns, know where and how your customers are finding you, and where they’re dropping off once they’re on your platform, and don’t be afraid to try new ideas but be ruthless if they’re not working. The motto here is ‘Fail or Succeed Fast’ – focus on what works and delivers directly to your bottom line, discard the rest.
- Make use of available technologies and tools to help you deliver the above communication effectively. Marketing automation in which you send out personalised, relevant, useful and targeted communication to your customer base can save time and money and take a lot of the hassle out of your daily marketing regime.
At Realnet, we’re here to guide and advise anyone on how best to set up and manage their digital marketing during this challenging time. Please contact our friendly staff today or email firstname.lastname@example.org to find out more.